CUNA Champions Continued Growth of Credit Union Awareness

September 20, 2021

September 20, 2021
Washington, DC

The digital campaign has made a positive impact on consumer sentiment 

Credit Union National Association (CUNA) announced that, based on proven results, it will continue its long-term commitment as Founding Visionary of the Credit Union Awareness program.

Active in 27 states across the country, the campaign has logged over 9 million consumer visits to the website. The campaign has raised nationwide consumer consideration for credit unions as checking/savings account providers from 13% to19% and as lenders from14% to 22%.

“The Credit Union Awareness program is exceeding goals and expectations.  It’s increasing consumer consideration for credit unions, and reaching those who would most benefit from a financial partner whose mission includes their long-term financial well-being,” said CUNA President/CEO Jim Nussle.

Analysis of the website traffic found those who engage most with the program and take action to seek more information closely connect with the credit union mission – to support vulnerable communities and to serve those who have been traditionally underserved by other financial institutions:

  • Over 60% of consumers who visit have household incomes of $50K or less
  • About 67% of site visitors are non-white, 29% identify as African-American, and 33% identify as Hispanic
  • Nearly 60% of site visitors have no college education and 52% have children
  • Consumers who engage with the campaign are 2.3x more likely to also be searching for credit, debit, and personal finance education

“As we open consumers eyes to credit unions, we’re successfully laying the groundwork for long-term market share growth by overcoming long held beliefs, I can’t join and it’s  only local,” said Chris Lorence, Executive Director of CU Awareness, LLC. “We need to proactively reach the next generation credit union member where they are and when they’re ready to engage.”


About CUNA:           
Credit Union National Association (CUNA) is the only national association that advocates on behalf of all of America’s credit unions, which are owned by 120 million consumer members. CUNA, along with its network of affiliated state credit union leagues, delivers unwavering advocacy, continuous professional growth and operational confidence to protect the best interests of all credit unions. For more information about CUNA, visit To find your nearest credit union, visit

About CU Awareness LLC:
CU Awareness LLC is a wholly owned subsidiary of Credit Union National Association (CUNA). CU Awareness LLC is responsible for the administration, fundraising, and daily activities of the nation’s only paid digital media program designed to increase consumer consideration for credit unions. To learn more, visit

Lauren Williams
CUNA Communications